Modesto Harley-Davidson has been around since 1938, and some famous people have been associated with the dealership. Its first owner was Leonard Andres, whose son, Brad Andres, was a three-time Daytona winner and National Champion in 1955. Leonard’s brother, Gene, took over the business, then sold it to Gene Justice, who in turn sold it to Art Mitchell in 1987. Art has owned it ever since, but more recently has hired one of his family members, John Bilyeu, as general manager.
Bilyeu says he is an enthusiast and grew up around motorcycles. An example he gave was that his parents got him a mini bike instead of a babysitter. With that kind of background, the management at Modesto understands motorcycle people.
Both owner and general manager attribute Modesto’s success to its efforts to support the motorcycling community. Since the dealership consists of motorcyclists, they know what their customers like to do and what they expect in an event. In turn, the motorcycling community supports Modesto. The community is not monolithic, and each group expects different things from the dealership. Per online reviews, Modesto delivers to each group.
The first community group involved with the dealership are the racers. The dealership has been involved with racing since Leonard Andres cheered on his son Brad. The Modesto dealership has supported the local facility, the Lodi Cycle Bowl, for years.
The Cycle Bowl is a quarter-mile dirt track, which opened in 1953, and has been a prime incubator for up and coming racing stars, including Kenny Roberts Sr., Chris Carr, Doug Chandler, Jim Rice and Alex Jorgenson. In years past, when money was easier to come by, Modesto H-D sponsored season champ Matt Wait and pioneer female flat tracker Michelle DiSalvo, who has been more recently wrenching for the Indian factory race team. Bilyeu also grew up racing at Lodi.
Modesto Harley-Davidson also supports vintage riders, a second community group that supports Modesto Harley-Davidson in return.
“We rebuild Panhead and Knuckleheads,” Bilyeu says. “One of our techs, Bob White, has been working here since 1954 and does engine rebuilds. Few dealerships will work on bikes that are more than 10 years old. I don’t understand that. Someone buys a bike from you in 2014 and now you won’t work on it anymore?”
The management at Modesto understands that most vintage riders also have a modern bike to ride while trying to figure out what is going on with the Linkert carburetor, and are more likely to buy that new motorcycle — and oil, chain lube, gloves, chrome polish and drive chains — from a dealership that helps with the 1958 FLH.
One unique aspect of Modesto Harley-Davidson is the pizza parlor in the same building. The space is leased to a separate business, but there is a large window between the restaurant and the dealership. People can eat their pizza while perusing the latest Harley-Davidson models in the showroom. Some munchers finish their pizza and go talk to the sales staff about the Sportster in the corner or the trick Pan America up front. The pizza parlor is also a good place for customers to wait for their bikes to be serviced, couples to discuss the motorcycle budget, and racers to refuel after a track day. Pizza is an excellent mood improver.
The third community group involved with Modesto Harley-Davidson are party people. Food and beverages are not unique to the pizza parlor, but are also an integral part of many of Modesto’s events, which are run year round. The dealership puts on swap meets, biker breakfasts, rides to fun destinations, poker chip runs, bike nights, a fundraiser ride for veterans, and also takes part in the yearly Modesto toy run. The Modesto HOG chapter is active. It is common for people to build their social calendar around the dealership.
These events create a sense of community around the dealership and build customer loyalty. Modesto also has an extensive online presence on Facebook, YouTube and Instagram. Photos of events are posted, giving participants a reason to flock to social media after a ride or party to look for photos of themselves and friends. The website has links to veteran’s support organizations, the Sturgis Rally, and the Street Vibrations event.
The fourth group are women interested in riding. Harley-Davidson has been supporting women who want to ride since before World War I.
“My mom rides,” Bilyeu says. “We encourage ladies. One thing I train sales staff on – if a man and a woman walk into the dealership together – is you don’t need to sell to the man. He already wants a bike. It’s the woman you have to sell to. Make sure she is comfortable with the transaction, and that the bike has the features she wants. On the other hand, we get women in who are sneaking around their husband’s backs to buy a motorcycle.”
New riders get special attention. The dealership will deliver bikes, especially in instances where someone new to riding purchases a bike, so they don’t have to ride their bike home. Staff also gets kudos in online reviews for being patient, knowledgeable and understanding.
Modesto Harley-Davidson ensures great customer service by hiring riding enthusiasts. “We want people who are happy to be here, and we train them properly,” Bileu says. “We want our people to be a part of the culture.”
John doesn’t expect the operation to change much in the next five years. “We will keep plugging away,” he says. “There are ups and downs, and if you can’t let *** roll off your shoulders, you can’t be in this business. We are here for the people who ride.”
Mitchell’s Modesto Harley-Davidson\
500 N Carpenter Rd.
Modesto, CA 95351
(209) 522-1061
OEM: Harley-Davidson
Aftermarket: Harley-Davidson
Employees: 23
